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Aesthetic Apparatus : THE BEEZ KNEEZ

The Beez Kneez is a Minneapolis-based honey producer/educational venture working at the forefront of the urban apiary and bee advocacy movement… and a close neighbor of Aesthetic Apparatus. The challenge for AA in this rebranding was to address the disparity between the company’s pre-existing visual brand and vision, while expanding upon the strong visual voice initially established in their “Healthy Beez, Healthy Lives” advocacy campaign.
What resulted is a brand that dismisses the traditional ‘rural’ and ‘artisanal’ visual pastiche that is typically associated with honey, and instead pursues the vision of a bolder, contemporary, urban-based apiary.